SEO
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Search engine marketing and orchestras: part 4
Now that you know a little bit about how ads show up and the typical account structure, let’s look at three important, interdependent aspects of paid search: key words, creative and landing pages. First, you have to build a key word list for each of the ad groups. The categories make it easier to think…
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Search engine marketing and orchestras: part 3
After a couple more classes and a Thanksgiving break, I’m back with renewed energy to write more about search engine marketing and orchestras. This time, I’m covering paid search. As I wrote before, if natural search is public relations, then paid search is advertising. Paid search is instantaneous, direct and controllable, extremely measurable, and when…
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Search engine marketing and orchestras: part 2
The third class went a little deeper into natural search. I think it’s important to first reiterate some important matters. Search engine optimization (SEO) is not an overnight process; it might take 6 months for your efforts to show any results. The goal of SEO is to be the Web page with the most relevant…
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Search engine marketing and orchestras: part 1
This week, I started my second class in the Integrated Marketing certificate program at the University of Chicago’s Graham School. This one’s on search engine marketing, taught by David Gould of Resolution Media. Last night’s class delved a little into natural search and search engine optimization and there were some interesting points that I wanted…
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